How Can Brands Capture the Hispanic Consumer?

For the first time ever, this September ESPN will become the first mainstream sports media network to broadcast Nación ESPN, a show geared toward Latino sports fans where English will be the main language but guests will have the option to speak in Spanish.

This announcement came hot on the heels of iPhone’s debut of its bilingual keyboards, enabling Latinos to converse in Spanglish via text as they do in real life without the hassle of having to switch between keyboards for spelling and grammar specific to each language.

Both happenings are testament to the increasing power of the growing Hispanic population in the U.S. Currently representing some 18 percent of the population with 60 percent (and growing) of the demographic falling into the millennial category or younger. And with a spending power of $1.5 trillion it’s no wonder that brands are looking to adapt their strategies to target this group.

But there are many complexities in reaching this powerful demographic. Differences in age, culture, income and language preferences are just some of the barriers to be overcome. That’s why this week we’re asking our RockStars – How can brands capture the Hispanic Consumer?

How Can Brands Turn A #Fail Into a Win?

Last week marked the kick off of the 2016 NFL season and with it, the much anticipated start of fantasy football. However, on Sunday the ESPN Fantasy Football app, which everyone and their mother uses to track their stats, went down and consumers took to Twitter to vent their rage… or post hilariously mocking memes.

For today’s constantly connected consumers who are checking their phones around 46 times a day, the internet, and more specifically, Twitter, has become a ‘social telephone’ to call in complaints about brands and customer service in real time. And those customers expect a response. Fast. However, while 78 percent of people who complain to a brand via Twitter expect a response within an hour a 2015 brandwatch study discovered that only 46.6 percent of brands engaged with any tagged @mentions (which were categorized as neutral, questions or complaints) with 64.6 percent responding to questions within five days and only 11.2 percent responding within one hour.

Nevertheless the opportunities for brands to turn their social media #fails into wins is possible. Which is why this week we’re turning to our RockStars to get their advice as we ask – How Can Brands Turn A #Fail Into A Win?

Shaping an Unprecedented Announcement for the Miami Children’s Health Foundation

What happens when a golf legend decides to pledge $60 million to South Florida’s leading children’s hospital? An unprecedented partnership.

In March, golfing legend Jack Nicklaus — the “Golden Bear” — and his wife Barbara made a $60 million pledge through their Nicklaus Children’s Health Care Foundation to the Miami Children’s Health System. In recognition, the system’s flagship hospital changed its name to Nicklaus Children’s Hospital, and its eight outpatient centers in South Florida took the Nicklaus name as well.

The move presented a few challenges for the Miami Children’s Health System, and the RockOrange team worked closely with our client, Miami Children’s Health Foundation, the system, and the Nicklaus Children’s Health Care Foundation to create an integrated communications plan. The plan included the announcement of the amazing pledge and the new hospital name, in addition to the unveiling of the new logo. As if this wasn’t enough, we also planned the official kick-off event for the Together for the Children Campaign, the fundraising campaign for Nicklaus Children’s Hospital.

As we tackled the various communications challenges at hand, we had to stay focused on our ultimate goal: to position the hospital and the Miami Children’s Health System as the ultimate global destination for pediatric care. Part of the challenge was to educate consumers and internal audiences, letting them know that the Nicklaus family wasn’t just pledging funds to the system. The “first family of golf” has been an integral part of the Miami Children’s family since 2010, when they joined the hospital for the creation of the Miami Children’s Hospital Nicklaus Care Center in western Palm Beach County.

It was also key to communicate that only the hospital and its outpatient centers would take the new name. Both the Miami Children’s Health System — as well as its fundraising arm, the Miami Children’s Health Foundation — would keep their name.

Once the new name was announced, we worked with the foundation to reveal that Jack and Barbara Nicklaus had become the chairs of Together For the Children Campaign, and would lead fundraising efforts with a goal to fundraise $150 million dollars through 2017. This announcement was crucial, as it proved that they were committed to the partnership for the long run.

The next move on the game plan included the unveiling of the Nicklaus Children’s Hospital logo in a press conference, just in time for the hospital’s 65th anniversary. It was followed by a VIP donor luncheon to officially kickoff the Together for the Children campaign.

At the same time, the campaign’s celebrity ambassadors were activated through social media. This included pop artist Romero Britto, “El Gordo y la Flaca’s” Raul de Molina and supermodel Nina Agdal. Social media activation of these high-profile individuals, coupled with traditional long- and short-lead media outreach, allowed us to generate media buzz and each served as a catalyst in informing our global community about the positive impacts of the new name and logo.

RockOrange, along with the Miami Children’s Health System team, secured coverage on top-tier media like CBS Miami, NBC 6, WPLG 10, El Nuevo Herald, South Florida Business Journal, CNN, Palm Beach Post, Univision, Telemundo, ESPN and many more.

With exposure in over 130 media outlets, we created over 150 million media impressions, delivering solid results for our client!

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